Account

CheethamBell gains new EU flowers brief

CheethamBell JWT has won the account for the Flowers & Plants
Association, the EU-funded organisation which promotes the sale of cut
flowers and plants.

The agency has taken over the business after the Flowers & Plants
Association moved from Fallon in a bid to focus on sales in the north of
England.

CheethamBell JWT's work will continue the strategy developed by Fallon,
which aims to persuade women who rarely receive flowers from their
unromantic partners to go out and buy their own. It introduced the
strapline: "Why wait? Buy your own. The creative work won a silver
award at the Campaign Press Awards last year.

Laurence Green, a partner at Fallon, said: "The budget and geography
made using a London agency redundant. The campaign idea we produced
worked very hard for them, and they are using it with our blessing."

Media will be handled by MediaCom North. A new campaign, running across
TV and outdoor, is set to break on 9 September.

Veronica Richardson, the chief executive of the Flowers & Plants
Association, said: "It is imperative that the agency for this campaign
has comprehensive experience and knowledge of local consumers.
CheethamBell JWT has this in abundance, combined with an impressive
creative reputation across the board."

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